The Impact of the Value of Speciality Agricultural Products, Live-Streaming Scenarios, and the Merchant Service Quality on Consumers’ Purchase Intentions in E-Commerce Live-Streaming
คำสำคัญ:
E-commerce Live Streaming, Regional Agricultural Products, Purchase Intention, Influencing Factorsบทคัดย่อ
With the advancement of information technology and the rapid growth of the e-commerce industry in China, the development of agricultural e-commerce, particularly through live-streaming platforms, has received increasing attention. This study has examined the impact of e-commerce live-streaming on consumers’ willingness to purchase regional agricultural products from multiple dimensions. A research model has been developed based on a comprehensive literature review and data collection, and subsequently analyzed using SPSS software.
The results have indicated that the perceived value of regional agricultural products, the live-streaming environment, and
the quality of merchant services all could significantly influence consumers’ purchase intentions. The study has suggested that
strengthening the brand value of regional agricultural products, optimizing live-streaming content, and enhancing service
quality could effectively promote the growth of agricultural e-commerce live-streaming, increase market share, and
build consumer trust, thereby facilitating agricultural modernization and rural economic revitalization. This research
holds significant implications for the development of agricultural e-commerce live-streaming.
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